understanding the luxury customer

In order to attract high end customers, you must first understand the many faces of the luxury customer.


To attract high paying clients, you must first understand the luxury customer. The luxury customer is a fickle person. She wants what she wants and she will always find the money to pay for it. Her fickleness, however, is a consequence of her multiple personalities.

You see, the customer who consumes luxury has four different personas, each requiring a different strategy to gain her attention.  To build a luxury brand that draws the patronage of  high end consumers, you’ll need to understand all four faces and design your strategy to address the needs of each face.

These four personalities are not women by accident. Four out of every five luxury purchases are either made by women or controlled by women. While men certainly enjoy luxury purchases of their own, women shop more frequently and spend more than men.

Knowing these four personalities of the luxury customer is essential in developing a luxury brand, as selling to each one requires a different strategy.


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